Haloodies halal chicken range hits Tesco

Halal food brand Haloodies has won listings in Tesco for the first time.

Seven lines from its chicken range are now available in 46 Tesco stores across Greater London, the Midlands and the North West, plus through Tesco Online.

Imran Kausar, co-founder and managing director of KKR Halal, which owns the brand, said: We are really excited to be launching our new Haloodies lines into Tesco and expect to create a new core range. As Muslims dont consume ham, we expect cooked chicken products to represent the majority of the sales in the cooked meats category. Tesco takes approximately 50p in every pound of food sales by halal consumers in major supermarkets and is the supermarket of choice for the halal consumer.

The launch will be supported by the brands biggest-ever marketing campaign and will include 60-second recipe videos, social media and a London-based outdoor media campaign.

The company hopes that the range will attract younger halal customers. Research commissioned by Haloodies from Kantar Worldpanel, shows that halal consumers shopping in mainstream supermarkets are significantly younger and more affluent compared to overall grocery shoppers

Our ambition is very clear: to improve the quality of halal products for those who consume it and cement Haloodies as the most trusted halal brand, Kausar added. Millennial halal consumers know there is a shortage of quality halal products. Overall, we are about 30 years behind the mainstream offering in terms of product quality and brand appearance

Noman Khawaja, co-founder and sales director at KKR Halal, said Tesco has, once again, taken the lead in understanding the needs of the customer and has moved rapidly to bring our new range onto stores shelves.

We are also engaged in discussions with other retailers who have expressed a strong interest in the range and expect to grow the range quickly. We have already commenced NPD work into new products and packaging formats.

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